호텔 기업의 문화마케팅 활동과 브랜드 이미지 간에 사회적 책임 활동의 조절효과

Moderating effect of corporate social responsibility activities between cultural marketing activities and brand image of hotel companies

The purpose of this study is to investigate the moderating effects of CSR activities among cultural marketing and brand image perceived by customers using Daejeon area hotels. The population of this study was the customers who used hotel in Daejeon area. The survey was conducted from June 1, 2019 to June 30, 2019, and the survey was distributed to 300 parts and 272 copies were collected. (262 copies) were used for the empirical analysis except for the questionnaire (10 copies), which was either inadequate or inconsistent. First, to analyze the demographic characteristics of the sample, frequency analysis of the statistical program SPSS 17.0 was conducted. Second, we analyzed the validity and reliability of cultural marketing activities, brand image, and CSR activities. Third, we conducted multiple regression analysis to understand the effect of cultural marketing activities on brand image. Finally, controlled regression analysis was conducted to examine the effect of cultural marketing activities on brand image according to CSR activities. As a result of establishing and testing the two hypotheses presented through the research model, cultural marketing activities should affect factors affecting customers' perceived brand image. As a result, it was verified that the CSR activities have a moderating effect by obtaining a significant regression coefficient for interaction terms. Therefore, implications are suggested.